I loved the site when I first saw it, but now the TV ad has been released and it’s still as focused on the message of saving the bees, I love it even more!

If you haven’t read about the plight of the bees already, think about this – 25% of them died in the last few years alone. And they are responsible in some way for almost all the natural food we eat. Get the full story at the site…

Now, tell me – does that say more about Haagen-Dazs than an ad?
And, if so, why are we all still doing so much ‘advertising’ and so little work that delivers more value?

As a general rule, ads that parody or play off another one inherently don’t work for some people (since they haven’t seen the original). They also tend to get caught up in the parody and fail to deliver the real message.

Not this one, though. It’s a hard-hitting message about palm oil, which goes into Dove products. And using their advertising technique to do it makes it all the more impactful.

I set myself up for a fall by writing the last piece before looking at the site. But, the end result is a squishy landing maybe, rather than a real fall…

The site is nicely designed, but damn slow to load – although that could be my connection playing up for the hundredth time.

Unfortunately, there’s no sense of what people are voting to spend that money on – which I was interested to see – nor is it easy to nominate – you have to give a lot of info. And, finally, there’s at least two sections that are “coming soon,” which is just disappointing. Why not have them ready at launch, eh?

Still, I like what they’re doing and it’s more time than I’ve given Maxwell House as a brand in ages – so, it’s worth credit on that score.

This is not the most exciting, nor captivating ad. But it does highlight something I’ve been looking at recently and thinking about – namely that there’s a big difference between TV ads that prompt you to get involved on a web site and ones that blithely go about the old-time business of telling you something and then hoping that’s enough (usually now with a web address at the end so you can go and google the brand name anyway).

I don’t think that we’ve got to a point where it only works if you engage people. Not at all. But it does strike me that we are too often “extending” campaigns into digital rather than making the whole thing one big continuous conversation with people. And a lot of the stuff out there today that is really great doesn’t feel like ‘bits’ of a campaign, but just one big glorious exciting thought – in lots of places.

So, off I go to brewsomegood.ca to see whether people are getting involved – I hope so, because otherwise I’ll wish I’d looked before writing this!

Sells the capabilities of Apple software and gives people control and, and, and…

Radiohead’s Nude: Create Your Own Remix

Here’s your chance to create your own remix of Nude, the third song on Radiohead’s groundbreaking In Rainbows. Radiohead just released Nude (Make Your Own Remix) on iTunes. It consists of five stems — bass, drums, strings FX, voice, and guitar — that you can use to create your Nude remix. In fact, if you’d like to create your remix in GarageBand or Logic, purchase all five stems before April 8, and we’ll send you an access code for a free GarageBand project file. Then upload your finished mix to the Radiohead remix site, where fellow fans can listen to and vote for their favorite remix.

I was checking to see what was new on Creativity Online when I spotted this digital idea. And liked it. Turns out it’s yet another creation from Goodby Silverstein.

Go have a look here and don’t just read the messages (which has turned the moon into a lovers tree or classroom desk littered with “XXX loves YYY” messages) – instead, see the videos on “Ron’s Attempts”… far more interesting!

Also, click on the Rolling Rock logo top right – and go see the main site – neat little loading timer (if, like me, you’re into the details like that!). And a “full moon party” countdown timer, which is neat…